Determining use of a display characteristic

ABSTRACT

A display characteristic determination machine receives a request to display seller-related content that references an item available for sale. The display characteristic determination machine identifies a display characteristic available from a web server, determines that the seller-related content is to be displayed using the display characteristic, and communicates to the web server that the seller-related content is to be displayed using the display characteristic and with primary content. The display characteristic determination machine may function as an allocation device to allocate use of the display characteristic. This functionality may be scaled, for example, to include determining use of multiple display characteristics, available from multiple web servers, by multiple instances of seller-related content requested for display by multiple sellers of multiple items. The display characteristic determination machine, therefore, may function as a “broker” for display characteristics available from multiple web servers.

TECHNICAL FIELD

The subject matter disclosed herein generally relates to dataprocessing. Specifically, the present disclosure addresses methods andsystems to determine use of a display characteristic.

BACKGROUND

A web server typically provides content to be displayed by a web client.In many cases, the web server transmits primary content to the webclient for display (e.g., in a web browser application). For example, amedia publisher's web server may transmit a webpage containing a newsarticle to the web client. Moreover, a web server may providesupplemental content to be displayed with the primary content. As anexample, the web page transmitted by the media publisher's web servermay contain an advertisement to be displayed with the news article.Multiple instances of supplemental content (e.g., multipleadvertisements) may be displayed with the primary content (e.g., thenews article).

In some cases, the advertisement is a hyperlink to another web page(e.g., served by another web server) that contains information relatedto the advertisement, and a user of the web client may click on theadvertisement to abandon viewing of the primary content (e.g., the newsarticle) and initiate viewing of the advertisement-related web page. Incommon parlance, this may be referred to as “surfing away from” theprimary content. In certain situations, the advertisement-relatedwebpage functions as a storefront that allows a user to initiate apurchase transaction of an item shown or described in the advertisement.

BRIEF DESCRIPTION OF THE DRAWINGS

Some embodiments are illustrated by way of example and not limitation inthe figures of the accompanying drawings in which:

FIG. 1 is a network diagram illustrating a system with a displaycharacteristic determination machine, according an example embodiment;

FIG. 2 is a block diagram illustrating the display characteristicdetermination machine, according to an example embodiment;

FIG. 3 is a diagram illustrating a webpage with primary content andavailable layout positions for supplemental content, according to anexample embodiment;

FIG. 4 is a diagram illustrating the webpage with the primary contentand seller-related content, according to an example embodiment;

FIG. 5 is a block diagram illustrating the webpage with theseller-related content showing representations of items, according to anexample embodiment;

FIG. 6 is a diagram illustrating the seller-related content and therepresentations of the items, according to an example embodiment;

FIG. 7 is a flow chart illustrating a method of determining use of adisplay characteristic, according to an example embodiment;

FIG. 8 is a block diagram illustrating a data structure embodying adisplay characteristic profile, according to an example embodiment;

FIG. 9 is a block diagram illustrating a data structure embodying aseller preference profile, according to an example embodiment;

FIG. 10 is a block diagram illustrating a data structure embodying aproduct profile, according to an example embodiment; and

FIG. 11 is a block diagram illustrating components of a machine,according to an example embodiment, able to read instructions from amachine-readable medium and to perform any one or more of themethodologies discussed herein.

DETAILED DESCRIPTION

Example methods and systems are directed to determining use of a displaycharacteristic. Examples merely typify possible variations. Unlessexplicitly stated otherwise, components and functions are optional andmay be combined or subdivided, and operations may vary in sequence or becombined or subdivided. In the following description, for purposes ofexplanation, numerous specific details are set forth to provide athorough understanding of example embodiments. It will be evident to oneskilled in the art, however, that the present subject matter may bepracticed without these specific details.

According to an example embodiment, a display characteristicdetermination machine determines that seller-related content is to bedisplayed using a display characteristic with primary content availablefrom a web server. Specifically, the display characteristicdetermination machine receives a seller-generated request to display theseller-related content. The seller-related content references an itemavailable for sale. The display characteristic determination machineidentifies a display characteristic that is available from a web server,determines that the seller-related content is to be displayed using thedisplay characteristic, and communicates to the web server that theseller-related content is to be displayed using the displaycharacteristic and with primary content.

In determining that a particular instance of seller-related content isto be displayed using the display characteristic, the displaycharacteristic determination machine may function as an allocationdevice that allocates the use of the display characteristic bydetermining that the particular instance of seller-related content is touse the display characteristic. This functionality may be scaled, forexample, to include determining use of multiple display characteristics,available from multiple web servers, by multiple instances ofseller-related content requested for display by multiple sellers ofmultiple items. The display characteristic determination machine,therefore, may function as a “broker” for display characteristics.

A display characteristic, as used herein, is a characteristic orattribute applicable to the displaying of seller-related content. Forexample, a display characteristic may be a visual differentiator thatdistinguishes an instance of seller-related content from other instancesof seller-related content appearing on the same webpage. Examples ofvisual differentiators include, but are not limited to, a size (e.g.,120×600 pixels, 468×60 pixels, or 180×150 pixels), a time (e.g., asingle date, or a time period), a typeface e.g., boldface, italics, orunderlined), and a layout position relative to the primary content(e.g., adjacent to the upper left corner of the primary content, orabove the primary content).

Sellers of items may recognize various display characteristics as likelyto facilitate increased attention being directed to a seller-relatedcontent from users. Accordingly, in some example embodiments, thedisplay characteristic determination machine may receive a bid for adisplay characteristic, as well as price information for the displaycharacteristic, and determine that the seller-related content is to bedisplayed using the display characteristic based on a comparison of thebid to the price information. This may have the effect of facilitatingan auction process for the display characteristic.

Moreover, in various example embodiments, the display characteristicdetermination machine receives a display characteristic profile, aseller preference profile, a product profile, or any suitablecombination thereof. The display characteristic profile includesinformation regarding the display characteristic; the seller preferenceprofile includes information regarding a seller's preferences; and theproduct profile includes information regarding the item available forsale. Using such information, the display characteristic determinationmachine may perform its functions as a “broker” of displaycharacteristics in a manner likely to satisfy goals of the seller.

FIG. 1 illustrates a system 100 with a display characteristicdetermination machine 110, according to an example embodiment. Thesystem 100 includes the display characteristic determination machine110, a seller machine 130, a web server 140, and web client 150, allconnected to a network 120 and configured to communicate with each othervia the network 120. According to some example embodiments, the displaycharacteristic determination machine 110 is implemented using a computerthat has been programmed by software to perform a method of determininguse of a display characteristic, as described below with respect to FIG.7.

The seller machine 130 is associated with a seller of an item availablefor sale. The seller machine 130 may function as a source of informationrelating to the item available for sale (e.g., a seller-generatedrequest, a seller-generated bid, a seller preference profile, or aproduct profile).

The web server 140 may function as a source of content (e.g., primarycontent, or supplemental content). Specifically, the web server 140 isto transmit primary content via the network 120 (e.g., to the web client150). For example, the web server 140 may be a server of web pagescontaining content. The web server 140 may be implemented as a webserver machine (e.g., a computer operated as a web server).

he web client 150 is associated with a user, who may be a potentialbuyer of the item available for sale. The web client 150 may beimplemented as a web client machine (e.g., a computer operated as a webclient).

The network 120 may be any network that enables communication between oramong machines (e.g., display characteristic determination machine 110,or seller machine 130). Accordingly, the network 120 may be a wirednetwork, a wireless network, or any suitable combination thereof. Thenetwork 120 may include one or more portions that constitute a privatenetwork, a public network (e.g., the Internet), or any suitablecombination thereof.

FIG. 2 illustrates components of the display characteristicdetermination machine 110, according to an example embodiment. Thedisplay characteristic determination machine 110 includes a receptionmodule 210, an identification module 220, a determination module 230, ageneration module 240, and a transmission module 250. Any of thesemodules may be implemented using hardware, as described below withrespect to FIG. 11. Moreover, any two or more of these modules may becombined into a single module, and the functions described herein for asingle module may be subdivided among multiple modules.

The reception module 210 receives a seller-generated request to displayseller-related content with primary content available from the webserver 140. The seller-related content may reference an item availablefor sale (e.g., by a seller associated with the seller machine 130), andthe seller-generator request may include an identifier of the web server140 (e.g., a Uniform Resource Locator (URL)), an identifier of thedisplay characteristic (e.g., an alphanumeric string of characters), orany suitable combination thereof. The reception module 210, in variousexample embodiments, receives the seller-generated request as asubmission made by the seller in interacting with a webpage displayed bythe seller machine 130. According to some example embodiments, thereception module 210 receives the seller-generated request in acommunication transmitted by the seller machine 130 as a result of aninstruction or an authorization generated by the seller. Theseller-generated request may request that the seller-related content begenerated for display.

The identification module 220 identifies a display characteristicapplicable to the seller-related content. The display characteristic isavailable from the web server 140. For example, the identificationmodule 220 may identify an available layout position as the displaycharacteristic. As used herein, a layout position is graphical positionavailable for supplemental content to be displayed with primary content.An available layout position may be described in relation to the primarycontent (e.g., left, right, above, below, etc.).

The determination module 230 determines that the seller-related contentis to be displayed using the display characteristic. As an example, theseller-related content may be an advertisement for a pair of shoesavailable for sale; the display characteristic may be identified as a“skyscraper” advertisement size (e.g., 120 pixels wide and 600 pixelstall); and the determination module 230 may determine that the shoeadvertisement is to be displayed using the “skyscraper” advertisementsize.

The transmission module 250 communicates to the web server 140 that theseller-related content is to be displayed using the displaycharacteristic and with the primary content. This may have the effect ofnotifying the web server 140 that the display characteristic has beenallocated to a particular instance of seller-related content. Continuingthe above example, the primary content may be a news article, and thetransmission module 250 may communicate to the web server 140 that the“skyscraper” advertisement size has been allocated to the shoeadvertisement, such that the shoe advertisement is to be displayed usingthe “skyscraper” advertisement size and with the news article.

The generation module 240 generates at least some of the seller-relatedcontent. This generation of seller-related content may be responsive tothe seller-generated request received by the reception module 210, oralternatively, responsive to a separate request (e.g., from the sellermachine 130).

FIG. 3 illustrates a webpage 300 with primary content 310 and availablelayout positions 320-340 for supplemental content, according to anexample embodiment. The webpage 300 may be generated, assembled,transmitted, or any suitable combination thereof, by the web server 140.As shown, the webpage 300 includes the primary content 310 and multipleavailable layout positions 320-340. For example, the primary content 310may be a news article, and available layout positions 320-340 may begraphical positions available for advertisements to be displayed withthe news article.

FIG. 4 illustrates the webpage 300 with the primary content 310 andseller-related content 410 occupying a layout position previously shownas an available layout position 330, according to an example embodiment.In the example embodiment shown, the primary content 310 is a newsarticle titled “Athletes Rely on Hi-Tech Shoes.” The seller-relatedcontent 410 may be an advertisement that is related to the news article(e.g., an advertisement for shoes mentioned in the news article). Inother example embodiments, the seller-related content 410 is astorefront (e.g., implemented using a web-based “widget”) that isoperable by a user of the web client 150 to initiate a purchasetransaction. The purchase transaction may be of an item available forsale (e.g., shoes mentioned in the news article). The seller-relatedcontent 410 may enable interaction with the user without “surfing away”from the primary content 310. The seller-related content 410 may alsoinclude a hyperlink to another webpage (e.g., served by another webserver). Available layout positions 320 and 340 are shown in FIG. 4 inthe same positions as shown in FIG. 3.

FIG. 5 illustrates the webpage 300 with the seller-related content 410showing representations 510-520 of items, according to an exampleembodiment. The primary content 310 (e.g., the news article) continuesto appear in the webpage 300, although the primary content 310 ispartially obscured by the seller-related content 410. The seller-relatedcontent 410 displays representations 510 and 520 of items available forsale. The representations 510 and 520 are displayed to the user without“surfing away” from the primary content 310. As noted above, theseller-related content 410 may be a storefront operable to initiate apurchase transaction (e.g., of one or more items are presented byrepresentations 510 and 520).

FIG. 6 illustrates the seller-related content 410 and therepresentations 510-520 of the items, according to an exampleembodiment. The seller-related content 410 may be a storefront operableto initiate a purchase, and the seller-related content 410 may begenerated by the generation module 240 of the display characteristicdetermination machine 110.

As shown in FIG. 6, a representation 510 of an item is labeled as “BrandX HOPPER” and represents a pair of shoes available for sale andmentioned in the primary content 310. Another representation 520 ofanother item is labeled as “Brand Y AVIATOR” and represents another pairof shoes available for sale and not mentioned in the primary content310. As discussed in detail below, one seller may request that arepresentation 510 be included in the seller-related content 410, whileanother seller may request that another representation 520 be includedin the seller-related content 410 as well. A seller-generated requestmay include merchandising data that associates the seller's item withanother seller, another item, or any suitable combination thereof.

FIG. 7 illustrates a method 700 of determining use of a displaycharacteristic, according to an example embodiment. The method 700includes operations 701-740, which are shown in a particular sequence,but are not limited to the sequence shown.

Operation 710 may be performed by the reception module 210 of thedisplay characteristic determination machine 110. Operation 710 involvesreceiving a seller-generated request to display seller-related content410 with primary content available from the web server 140. As notedabove, the seller-related content 410 references an item available forsale (e.g., the item represented by representation 510). Theseller-generated request, in some example embodiments, includes anidentifier of the web server 140 (e.g., a URL).

Operation 720 may be performed by the identification module 220 of thedisplay characteristic determination machine 110. Operation 720 involvesidentifying a display characteristic applicable to the seller-relatedcontent 410. As noted above, the display characteristic is availablefrom the web server 140. The seller-generated request may include anidentifier of the display characteristic (e.g., an alphanumeric stringof characters). The identifying performed in operation 720 may be basedon the identifier of the web server 140 (e,g., the URL), the identifierof the display characteristic, or any suitable combination thereof.

Operation 730 may be performed by the determination module 230 of thedisplay characteristic determination machine 110. Operation 730 involvesdetermining that the seller-related content 410 is to be displayed usingthe display characteristic. This may have the effect of allocating thedisplay characteristic to the seller-related content 410. Thedetermining performed in operation 730 may be based on additionalinformation received by the reception module 210, as discussed belowwith respect to operations 701-709.

Operation 734 may be performed by the generation module 240 of thedisplay characteristic determination machine 110. Operation 734 involvesgenerating at least some of the seller-related content 410. Operation734 may include generating at least some of the seller-related content410 to include a storefront. The storefront may be operable by a user(e.g., a buyer using web client 150) to initiate a purchase transactionof the item available for sale (e.g., the item represented byrepresentation 510). In various example embodiments, operation 734includes generating at least some of the seller-related content 410 toinclude an advertisement of the item available for sale.

Operation 740 may be performed by the transmission module 250 of thedisplay characteristic determination machine 110. Operation 740 involvescommunicating to the web server 140 that the seller-related content 410is to be displayed using the display characteristic and with the primarycontent 310. This may have the effect of communicating to the web server140 that the display characteristic identified in operation 720 has beenallocated to the seller-related content 410. Operation 740 may includetransmitting a similar notification to the seller machine 130 so as tocommunicate to the seller that the seller-related content 410 is to bedisplayed using the display characteristic and with the primary content310. This notification may include a final bid (e,g., the bid receivedin operation 701, or an increased bid) and may have the effect ofplacing the seller on notice to pay a price for use of the displaycharacteristic. In performing operation 740, the transmission module 250may transmit a message via the network 120 (e.g., an email message, atext message, an instant message, a voicemail, a data file, etc.) to theweb server 140, the seller machine 130, or any suitable combinationthereof.

As noted above, the display characteristic may be a visualdifferentiator. Examples of visual differentiators include, but are notlimited to, a size, a time, a typeface, and a layout position relativeto the primary content, as discussed above.

Any one or more of operations 701-709 may be performed by the receptionmodule 210 of the display characteristic determination machine 110,according to some example embodiments. Operation 701 involves receivinga bid for the display characteristic. The bid may be a seller-generatedbid that identifies the display characteristic, and the bid may containa proposed price to be paid for use of the display characteristic.Operation 703 involves receiving price information of the displaycharacteristic from the web server 1.40. The price information mayidentify a threshold price (e.g., a minimum price) to be paid for use ofthe display characteristic. According to some example embodiments, thedetermination module 230 accesses the bid and the price information, andoperation 730 includes operation 732, in determining that theseller-related content 410 is to be displayed using the displaycharacteristic. Operation 732 involves comparing the bid to the priceinformation and may be performed by the determination module 230. Thismay have the effect of implementing an auction process to allocate useof the display characteristic to the seller-related content 410.

Operation 705 involves receiving a display characteristic profile,discussed below with respect to FIG. 8. Operation 707 involves receivinga seller preference profile, discussed below with respect to FIG. 9, andoperation 709 involves receiving a product profile, discussed below withrespect to FIG. 10. According to some example embodiments, thedetermination module 230 accesses one or more of these profiles, and thedetermining performed in operation 730 is based on the one or more ofthese profiles.

According to some example embodiments, the item available for sale is afirst item available from a first seller, and operation 734 includesgenerating at least some of the seller-related content 410 to include afirst representation (e.g., representation 510) of a first item (e.g., apair of “Brand X HOPPER” shoes) and a second representation (e.g.,representation 520) of a second item (e.g., a pair of “Brand Y AVIATOR”shoes). The first representation may represent the first item asavailable for sale from a first seller (e.g., a shoe store) and thesecond representation may represent the second item as available forsale from a second seller (e.g., a sporting goods merchant). Operation734 may be performed by the generation module 240.

In certain example embodiments, the seller-generated request received inoperation 710 is a first request, and operation 712 involves receiving asecond request that the seller-related content 410 include the firstrepresentation (e.g., representation 510) and the second representation(e.g., representation 520). The second request may include merchandisingdata that associates the first item with the second item, with thesecond seller, or any suitable combination thereof Operation 712 may beperformed by the reception module 210. This may have the effect ofallowing the first seller (e.g., the shoe store) to cause the first item(e.g., the “Brand X HOPPER” shoes) to be presented with the second item(e.g., the “Brand Y AVIATOR” shoes) in the seller-related content 410.For example, the first item may be presented as an alternative to thesecond item, a recommendation for users interested in the second item, arecommendation for users interested in the primary content 310 (e.g.,the news article), or any suitable combination thereof. In commonparlance, this may be referred to as “drafting,” in which merchandisingof the first item may benefit from its visual association withmerchandising of the second item.

FIG. 8 illustrates a data structure embodying a display characteristicprofile 810, according to an example embodiment. The displaycharacteristic profile 810 may be received by the reception module 210in operation 705. The display characteristic profile 810 may include oneor more parameters that describe the display characteristic availablefrom the web server 140. These one or more parameters may be influentialin determining a value of the display characteristic, and accordinglyused in by the determination module 230 operation 730 to determine thatthe seller-related content 410 is to be displayed using the displaycharacteristic. The display characteristic profile 810 includes a webtraffic metric 812, a buyer conversion rate 814, a topic tag 816, andsales commission information 818.

The web traffic metric 812 may represent a level of web-based traffic(e.g., page views, page loads, clicks, etc.) corresponding to thedisplay characteristic, as made available (e.g., offered) by the webserver 140. In some example embodiments, a high level of web-basedtraffic is correlated with a high price expected to be paid for use ofthe display characteristic.

The buyer conversion rate 814 may represent a proportion of usersassociated with the display characteristic who subsequently initiated apurchase transaction. For example, the display characteristic may be alayout position (e.g., available layout position 330), and the buyerconversion rate 814 may represent a percentage of users who clicked oncontent displayed in the layout position and subsequently initiated apurchase transaction for an item corresponding to that content.According to certain example embodiments, a high proportion of users whoinitiate a purchase transaction (e.g., a proportion exceeding athreshold value) is correlated with a high price expected to be paid foruse of the display characteristic.

The topic tag 816 may represent one or more keywords related to theprimary content 310. The one or more keywords may facilitate classifyingthe display characteristic, indexing the display characteristic,searching for the display characteristic, matching the seller-relatedcontent 410 to the display characteristic, or any suitable combinationthereof.

The sales commission information 818 may represent a variable cost ofusing the display characteristic. For example, the price informationreceived in operation 703 may constitute a fixed or initial cost to usethe display characteristic (e.g., $100), while the sales commissioninformation 818 may specify that an additional percentage of sales(e.g., 1.5%) that result from use of the display characteristic is to bepaid for use of the display characteristic.

In various example embodiments, some or all of the displaycharacteristic profile 810 is combined with the price informationreceived in operation 703.

FIG. 9 illustrates a data structure embodying a seller preferenceprofile 910, according to an example embodiment. The seller preferenceprofile 910 may be received by the reception module 210 in operation707. The seller preference profile may include one or more parameters.These one or more parameters may be specified by the seller associatedwith the seller machine 130. The determination module 230 may use theseparameters in operation 730 to determine that the seller-related content410 is to be displayed using the display characteristic. The sellerpreference profile 910 includes a preferred size 901, a preferred time902, a preferred typeface 903, a preferred layout position 904, amaximum bid 905, a preferred web traffic metric 906, a preferred buyerconversion rate 907, a preferred topic tag 908, and a maximum salescommission 909.

The preferred size 901 may specify a size (e.g., in pixels) for theseller-related content 410. The preferred time 902 may specify a singletime (e.g., a date) or a time period (e.g., a range of dates, orduration of time) for the seller-related content 410 to be displayed.The preferred typeface 903 may specify a typography-related attribute(e.g., boldface, italics, or underlining). The preferred layout position904 may specify a graphical position with respect to primary content(e.g., primary content 310) to be displayed with the seller-relatedcontent 410.

The maximum bid 905 may represent a seller-specified limit on the priceto be paid for use of the display characteristic. For example, thedetermination module 230 of the display characteristic determinationmachine 110 may provide an automated service that incrementallyincreases the seller-generated bid received in operation 701, and theseller may submit the maximum bid 905 to restrict such automaticincreases in the bid.

The preferred web traffic metric 906, the preferred buyer conversionrate 907, the preferred topic tag 908, and the maximum sales commission909 respectively correspond to the web traffic metric 812, the buyerconversion rate 814, the topic tag 816, and the sales commissioninformation 818 of the display characteristic profile 810. The preferredweb traffic metric 906 may specify a value of the web traffic metric 812desired by the seller. Similarly, the preferred buyer conversion rate907 may specify a value of the buyer conversion rate 814 desired by theseller. Furthermore, the preferred topic tag 908 may specify one or morekeywords to be matched with the one or more keywords of the topic tag816. The maximum sales commission 909 may represent a seller-specifiedlimit on variable costs (e.g., sales commission percentage) to be paidfor use of the display characteristic to display the seller-relatedcontent 410.

FIG. 10 illustrates a data structure embodying a product profile 1010,according to an example embodiment. The product profile 1010 may bereceived by the reception module 210 in operation 709. The productprofile 1010 may include one or more parameters. These one or moreparameters may be specified by the seller of the item available for sale(e.g., a seller associated with a seller machine 130). The determinationmodule 230 may use these parameters in operation 730 to determine thatthe seller-related content 410 is to be displayed using the displaycharacteristic. The product profile 1010 includes a product name 1011, aquantity 1013, a unit price 1015, a topic to 1017, and a maximum salescost 1019.

The product name 1011 may specify a name of the item available for sale(e.g., “Brand X HOPPERS shoes”) referenced in the seller-related content410. In some example embodiments, the determination module 230 performsoperation 730, at least in part, by matching the product name 1011 toone or more words appearing in the primary content 310.

The quantity 1013 may represent a number of such items available forsale, and the unit price 1015 may represent a price set by the sellerfor each of such items. In certain example embodiments, thedetermination module 230 performs operation 730, at least in part, byassigning special weight or priority to large inventories of items,high-priced items, or any suitable combination thereof.

The topic tag 1017 corresponds to the topic tag 816 of the displaycharacteristic profile 810. In various example embodiments, the topictag 1017 specifies one or more keywords to be matched with the one ormore keywords of the topic tag 816 of the display characteristic profile810.

The maximum sales cost 1019 may represent a seller-specified limit onvariable costs (e.g., sales commission percentage) to be paid for use ofthe display characteristic to display the seller-related content 410.According to various example embodiments, the maximum sales commission909 of the seller preference profile 910 may be representative of alimit set by the seller for all items available from the seller, whilethe maximum sales cost 1019 of the product profile 1010 may berepresentative of a limit set by the seller specifically for the itemavailable for sale (e.g., specifically for “Brand X HOPPERS” shoes).

Example embodiments described herein may facilitate an automated service(e.g., provided by the display characteristic determination machine 110)that identifies one or more display characteristics likely to be mostsatisfactory to the seller of the item available for sale. The servicemay select and allocate a suitable display characteristic from multipledisplay characteristics that are available from one or more web servers(e.g., web server 140). In some example embodiments, the serviceidentifies and recommends display characteristics for manual selectionby the seller (e.g., using the seller machine 130).

As noted above, the determination that the seller-related content 410 isto be displayed using the identified display characteristic may be basedon additional information received (e.g., by reception module 210 of thedisplay characteristic determination machine 110). Moreover, thegeneration module 240 may generate at least some of the seller-relatedcontent 410 (e.g., in operation 734) by setting a price for the itemavailable for sale (e.g., a pair of shoes). Accordingly, the automatedservice (e.g., provided by the display characteristic determinationmachine 110) may identify the display characteristic and generate theseller-related content 410 in a manner likely to optimize sales. Forexample, the identified display characteristic may enable a suitablylarge number of users to view a representation of the item (e.g.,representation 510) and purchase the item at a price calculated tomaximize profit for the seller.

Moreover, the automated service may optimize sales or rentals of displaycharacteristics available from multiple web servers (e.g., web server140). As an example, the display characteristic determination machine110 may function as a “broker” of display characteristics and, indetermining that the seller-related content 410 is to use the identifieddisplay characteristic, identify the corresponding seller as the mostprofitable user (e.g., purchaser or renter) of the displaycharacteristic.

FIG. 11 illustrates components of a machine 1100, according to someexample embodiments, that is able to read instructions from amachine-readable medium (e.g., machine-readable storage medium) andperform any one or more of the methodologies discussed herein.Specifically, FIG. 11 shows a diagrammatic representation of the machine1100 in the example form of a computer system and within whichinstructions 1124 (e.g., software) for causing the machine 1100 toperform any one or more of the methodologies discussed herein may beexecuted. In alternative embodiments, the machine 1100 operates as astandalone device or may be connected (e.g., networked) to othermachines. In a networked deployment, the machine 1100 may operate in thecapacity of a server machine or a client machine in a server-clientnetwork environment, or as a peer machine in a peer-to-peer (ordistributed) network environment. The machine 1100 may be a servercomputer, a client computer, a personal computer (PC), a tabletcomputer, a laptop computer, a netbook, a set-top box (STB), a personaldigital assistant (PDA), cellular telephone, a smartphone, a webappliance, a network router, a network switch, a network bridge, or anymachine capable of executing the instructions 1124 (sequentially orotherwise) that specify actions to be taken by that machine. Further,while only a single machine is illustrated, the term “machine” shallalso be taken to include a collection of machines that individually orjointly execute the instructions 1124 to perform any one or more of themethodologies discussed herein.

The machine 1100 includes a processor 1102 (e.g., a central processingunit (CPU), a graphics processing unit (GPU), a digital signal processor(DSP), an application specific integrated circuit (ASIC), aradio-frequency integrated circuit (RFIC), or any suitable combinationthereof), a main memory 1104, and a static memory 1106, which areconfigured to communicate with each other via a bus 1108. The machine1100 may further include a graphics display 1110 (e.g., a plasma displaypanel (PDP), a liquid crystal display (LCD), a projector, or a cathoderay tube (CRT)). The machine 1100 may also include an alphanumeric inputdevice 1112 (e.g., a keyboard), a cursor control device 1114 (e.g., amouse, a touchpad, a trackball, a joystick, a motion sensor, or otherpointing instrument), a storage unit 1116, a signal generation device1118 (e.g., a speaker), and a network interface device 1120.

The storage unit 1116 includes a machine-readable medium 1122 on whichis stored the instructions 1124 (e.g., software) embodying any one ormore of the methodologies or functions described herein. Theinstructions 1124 may also reside, completely or at least partially,within the main memory 1104, within the processor 1102. (e.g., withinthe processor's cache memory), or both, during execution thereof bymachine 1100. Accordingly, the main memory 1104 and the processor 1102may be considered as machine-readable media. The instructions 1124 maybe transmitted or received over a network 1126 (e.g., network 120) viathe network interface device 1120.

As used herein, the term “memory” refers to a machine-readable mediumable to store data temporarily or permanently and may be taken toinclude, but not be limited to, random-access memory (RAM), read-onlymemory (ROM), buffer memory, flash memory, and cache memory. While themachine-readable medium 1122 is shown in an example embodiment to be asingle medium, the term “machine-readable medium” should be taken toinclude a single medium or multiple media (e.g., a centralized ordistributed database, or associated caches and servers) able to storeinstructions (e.g., instructions 1124). The term “machine-readablemedium” shall also be taken to include any medium that is capable ofstoring instructions (e.g., software) for execution by the machine, suchthat the instructions, when executed by one or more processors of themachine(e.g., processor 1102), cause the machine to perform any one ormore of the methodologies described herein. The term machine-readablemedium” shall accordingly be taken to include, but not be limited to, adata repository in the form of a solid-state memory, an optical medium,a magnetic medium, or any suitable combination thereof.

Throughout this specification, plural instances may implementcomponents, operations, or structures described as a single instance.Although individual operations of one or more methods are illustratedand described as separate operations, one or more of the individualoperations may be performed concurrently, and nothing requires that theoperations be performed in the order illustrated Structures andfunctionality presented as separate components in example configurationsmay be implemented as a combined structure or component. Similarly,structures and functionality presented as a single component may beimplemented as separate components. These and other variations,modifications, additions, and improvements fall within the scope of thesubject matter herein.

Certain embodiments are described herein as including logic or a numberof components, modules, or mechanisms. Modules may constitute eithersoftware modules (e.g., code embodied on a machine-readable medium or ina transmission signal) or hardware modules. A “hardware module” is atangible unit capable of performing certain operations and may beconfigured or arranged in a certain physical manner. In various exampleembodiments, one or more computer systems (e.g., a standalone computersystem, a client computer system, or a server computer system) or one ormore hardware modules of a computer system (e.g., a processor or a groupof processors) may be configured by software (e.g., an application orapplication portion) as a hardware module that operates to performcertain operations as described herein.

In some embodiments, a hardware module may be implemented mechanically,electronically, or any suitable combination thereof. For example, ahardware module may include dedicated circuitry or logic that ispermanently configured to perform certain operations. For example, ahardware module may be a special-purpose processor, such as afieldprogrammable gate array (FPGA) or an application-specific integratedcircuit (ASIC). A hardware module may also include programmable logic orcircuitry that is temporarily configured by software to perform certainoperations. For example, a hardware module may include softwareencompassed within a general-purpose processor or other programmableprocessor. It will be appreciated that the decision to implement ahardware module mechanically, in dedicated and permanently configuredcircuitry, or in temporarily configured circuitry (e.g., configured bysoftware) may be driven by cost and time considerations.

Accordingly, the term “hardware module” should be understood toencompass a tangible entity, be that an entity that is physicallyconstructed, permanently configured (e.g., hardwired), or temporarilyconfigured (e.g., programmed) to operate in a certain manner or toperform certain operations described herein. As used herein,“hardware-implemented module” refers to a hardware module. Consideringembodiments in which hardware modules are temporarily configured (e.g.,programmed), each of the hardware modules need not be configured orinstantiated at any one instance in time. For example, where thehardware modules comprise a general-purpose processor configured usingsoftware, the general-purpose processor may be configured as respectivedifferent hardware modules at different times. Software may accordinglyconfigure a processor, for example, to constitute a particular hardwaremodule at one instance of time and to constitute a different hardwaremodule at a different instance of time.

Hardware modules can provide information to, and receive informationfrom, other hardware modules. Accordingly, the described hardwaremodules may be regarded as being communicatively coupled. Where multiplehardware modules exist contemporaneously, communications may be achievedthrough signal transmission (e.g., over appropriate circuits and buses)that connect the hardware modules. In embodiments in which multiplehardware modules are configured or instantiated at different times,communications between such hardware modules may be achieved, forexample, through the storage and retrieval of information in memorystructures to which the multiple hardware modules have access. Forexample, one hardware module may perform an operation and store theoutput of that operation in a memory device to which it iscommunicatively coupled. A further hardware module may then, at a latertime, access the memory device to retrieve and process the storedoutput. Hardware modules may also initiate communications with input oroutput devices, and can operate on a resource (e.g., a collection ofinformation).

The various operations of example methods described herein may beperformed, at least partially, by one or more processors that aretemporarily configured (e.g., by software) or permanently configured toperform the relevant operations. Whether temporarily or permanentlyconfigured, such processors may constitute processor-implemented modulesthat operate to perform one or more operations or functions describedherein. As used herein, “processor-implemented module” refers to ahardware module implemented using one or more processors.

Similarly, the methods described herein may be at least partiallyprocessor-implemented. For example, at least some of the operations of amethod may be performed by one or more processors orprocessor-implemented modules. The performance of certain of theoperations may be distributed among the one or more processors, not onlyresiding within a single machine, but deployed across a number ofmachines. In some example embodiments, the processor or processors maybe located in a single location (e.g., within a home environment, anoffice environment or as a server farm), while in other embodiments theprocessors may be distributed across a number of locations.

The one or more processors may also operate to support performance ofthe relevant operations in a “cloud computing” environment or as a“software as a service” (SaaS). For example, at least some of theoperations may be performed by a group of computers (as examples ofmachines including processors), these operations being accessible via anetwork (e.g., the Internet) and via one or more appropriate interfaces(e.g., an application program interface (API)).

The performance of certain of the operations may be distributed amongthe one or more processors, not only residing within a single machine,but deployed across a number of machines. In some example embodiments,the one or more processors or processor-implemented modules may belocated in a single geographic location (e.g., within a homeenvironment, an office environment, or a server farm). In other exampleembodiments, the one or more processors or processor-implemented modulesmay be distributed across a number of geographic locations.

Some portions of this specification are presented in terms of algorithmsor symbolic representations of operations on data stored as bits orbinary digital signals within a machine memory (e.g., a computermemory). These algorithms or symbolic representations are examples oftechniques used by those of ordinary skill in the data processing artsto convey the substance of their work to others skilled in the art. Asused herein, an “algorithm” is a self-consistent sequence of operationsor similar processing leading to a desired result. In this context,algorithms and operations involve physical manipulation of physicalquantities. Typically, but not necessarily, such quantities may take theform of electrical, magnetic, or optical signals capable of beingstored, accessed, transferred, combined, compared, or otherwisemanipulated by a machine. It is convenient at times, principally forreasons of common usage, to refer to such signals using words such as“data,” content,” “bits,” “values,” “elements,” “symbols,” “characters,”“terms,” “numbers,” “numerals,” or the like. These words, however, aremerely convenient labels and are to be associated with appropriatephysical quantities.

Unless specifically stated otherwise, discussions herein using wordssuch as “processing,” “computing,” “calculating,” “determining,”“presenting,” “displaying,” or the like may refer to actions orprocesses of a machine (e.g., a computer) that manipulates or transformsdata represented as physical (e.g., electronic, magnetic, or optical)quantities within one or more memories (e.g., volatile memory,non-volatile memory, or any suitable combination thereof), registers, orother machine components that receive, store, transmit, or displayinformation. Furthermore, unless specifically stated otherwise, theterms “a” or “an” are herein used, as is common in patent documents, toinclude one or more than one instance. Finally, as used herein, theconjunction “or” refers to a non-exclusive “or,” unless specificallystated otherwise.

1. A method comprising: receiving a request to display first contentthat corresponds to an item and is displayable with second contentrelated to the item; identifying a layout position that is offered by aserver of the second content and that is usable to display the firstcontent; allocating the layout position to the first content, theallocating being performed by a processor of a machine and including adetermination that the first content is to occupy the layout positionoffered by the server; and communicating to the server that the layoutposition is allocated to the first content that corresponds to the itemrelated to the second content.
 2. The method of claim 1 furthercomprising: generating at least some of the first content to include astorefront operable to initiate a purchase of the item.
 3. The method ofclaim 1 further comprising: generating at least some of the firstcontent to include an advertisement of the its:
 4. The method of claim1, wherein: the layout position visually differentiates the firstcontent from other content displayed with the second content.
 5. Themethod of claim 1, wherein: the layout position is relative to thesecond content.
 6. The method of claim 1 further comprising: receiving abid for the layout position; accessing a price of the layout position;and wherein the determination that the first content is to occupy thelayout position includes a comparison of the received bid to theaccessed price.
 7. The method of claim 11, wherein: the item is a firstitem; and the method further comprises: generating at least some of thefirst content to include first and second representations of items, thefirst representation being of the first item and indicating that thefirst item is available from a first seller, the second representationbeing of a second item and indicating that the second item is availablefrom a second seller.
 8. The method of claim 7, wherein: the request isa first request; and the method further comprises: receiving a secondrequest that the first content include the second representation, thesecond request referencing the first item and at least one of the seconditem or the second seller.
 9. The method of claim 1 further comprising:accessing a profile that corresponds to the layout position and includesat least one of a web traffic metric, a buyer conversion rate, a topictag, or a sales commission; and wherein: the determination that thefirst content is to occupy the layout position is based on the profilethat corresponds to the layout position.
 10. The method of claim 1further comprising: accessing a profile that corresponds to the requestand includes at least one of a size, a time, a typeface, the layoutposition, it maximum bid, a web traffic metric, a buyer conversion rate,a topic tag, or a sales commission; and wherein: the determination thatthe first content is to occupy the layout position is based on theprofile that corresponds to the request.
 11. The method of claim 1further comprising: accessing a profile that corresponds to the requestand includes at least one of a product name, a quantity, a unit price, atopic tag, or a maximum sales cost; and wherein: the determination thatthe first content is to occupy the layout position is based on theprofile that corresponds to the request.
 12. The method of claim 1,wherein: the request includes an identifier of at least one of theserver or the layout position; and the identifying of the layoutposition is based on the identifier.
 13. A system comprising: one ormore processors; a reception module that configures at least one of theone or more processors to receive a. request to display first contentthat corresponds to an item and is displayable with second contentrelated to the item; an identification module that configures at leastone of the one or more processors to identify a layout position that isoffered by a server of the second content and that is usable to displaythe first content; a determination module that configures at least oneof the one or more processors to allocate the layout position to thefirst content, the allocating including a determination that the firstcontent is to occupy the layout position offered by the server; and atransmission module that configures at least one of the one or moreprocessors to communicate to the server that the layout position isallocated to the first content that corresponds to the item related tothe second content.
 14. The system of claim 13, wherein: the receptionmodule configures at least one of the one or more processors to receivea bid for the layout position and access a price of the layout position;and the determination module configures at least one of the one or moreprocessors to compare the received bid to the accessed price.
 15. Thesystem of claim 13, wherein: the item is a first item; and the systemfurther comprises: a generation module that configures at least one ofthe one or more processors to generate at least some of the firstcontent to include first and second representations of items, the firstrepresentation being of the first item and indicating that the firstitem is available from a first seller, the second representation beingof a second item and indicating that the second item is available from asecond seller.
 16. The system of claim 15, wherein: the request is afirst request; and the reception module configures at least one of theone or more processors to receive a second request that the firstcontent include the second representation, the second requestreferencing the first item and at least one of the second item or thesecond seller.
 17. The system of claim 13, wherein: the reception moduleconfigures at least one of the one or more processors to access aprofile that corresponds to the layout position and includes at leastone of a web traffic metric, a buyer conversion rate, a topic tag, or asales commission; and the determination module configures at least oneof the one or more processors to determine that the first content is tooccupy the layout position based on the profile that corresponds to thelayout position.
 18. The system of claim 13, wherein: the receptionmodule configures at least one of the one or more processors to access aprofile that corresponds to the request and includes at least one of asize, a time, a typeface, the layout position, a maximum bid, a webtraffic metric, a buyer conversion rate, atopic tag, or a salescommission; and the determination module configures at least one of theone or more processors to determine that the first content is to occupythe layout position based on the profile that corresponds to therequest.
 19. A non-transitory machine-readable storage medium comprisinginstructions that, when executed by one or more processors of a machine,cause the machine to perform operations comprising: receiving a requestto display first content that corresponds to an item and is displayablewith second content related to the item; identifying a layout positionthat is offered by a server of the second content and that is usable todisplay the first content; allocating the layout position to the firstcontent, the allocating being performed by the one or more processors ofthe machine and including a determination that the first content is tooccupy the layout position offered by the server; and communicating tothe server that the layout position is allocated to the first contentthat corresponds to the item related to the second content.
 20. Thenon-transitory machine-readable storage medium of claim 19, wherein theoperations further comprise: accessing a profile that corresponds to therequest and includes at least one of a product name, a quantity, a unitprice, atopic tag, or a maximum sales cost; and wherein: thedetermination that the first content is to occupy the layout position isbased on the profile of the request.